How El Camaleón got its name.
One assignment during our branding of Mexico’s Mayakoba Resort was a slice of nirvana for golf junkies like us: the naming and branding of Greg Norman’s newest course, which at this stage was little more than open spaces of dirt in the jungle. While riding the site with the team from Greg’s development group, the conversation turned to the widely varied terrain the course would be making its way through. And that comment sparked an insight that led to a name, that led to a logo and the story behind the story of the first PGA Tour event ever held in Mexico.
Now most golf courses are one thing or another: a beach course, a desert course, a links, etc. But this course would wind its way through three distinct ecosystems: jungle, mangrove and ocean. Which led to our name: El Camaleón, a Spanish word instantly understood in English that captured the way the course constantly changed, challenging the golfer with always-new terrain and challenges at every step.
Not only did Greg love our name and logo, it also captured the imagination of the golf press, with mentions of the name and the story in publications from Travel + Leisure to Golf Digest, and of course during the TV broadcasts of the PGA’s annual Mayakoba Classic, which we supported online, in print and in outdoor. By the way, Greg can still hit the crap out of the ball.
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